IMPLEMENTASI BAURAN PEMASARAN DALAM PENGEMBANGAN DESA WISATA BERPRESTASI KETAPANRAME MOJOKERTO

Hadianto, Fakhrul (2025) IMPLEMENTASI BAURAN PEMASARAN DALAM PENGEMBANGAN DESA WISATA BERPRESTASI KETAPANRAME MOJOKERTO. Bachelor thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

Text FAKHRUL HADIANTO_216402_ARTIKEL ILMIAH-COVER-ABSTRACT-BAB I-BAB V-DAFTAR PUSTAKA.pdf Download (6MB)

Abstract

Ketapanrame Tourism Village, located in Mojokerto, has great potential in the communitybased tourism sector. This study aims to analyze the application of marketing mix elements in the development of the tourism village. Qualitative methods were employed in this study, including direct observation, in-depth interviews with stakeholders such as tourism managers, local communities, and tourists, and documentation. Data analysis techniques refer to the Miles and Huberman model which includes data transcription, data reduction, data presentation, and drawing conclusions. The results of the study indicate that Ketapanrame Tourism Village has not implemented a marketing mix strategy optimally, especially in the process and performance elements. This can be seen from the minimal attention to the safety and security system aspects for tourists, which should be a crucial part of creating a comfortable and reliable tourism experience. In addition, in the performance element, the content presented has not received systematic periodic evaluations to assess the effectiveness of the message conveyed, so that the potential for increasing promotional appeal cannot be utilized optimally.

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